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AgriculturalandCulinaryTourism
TranslatingOpportunityintoFarmProfitability
FinalReportGrantperiod:September30,2013throughSeptember29,2015
Submitted by
Chelsea Bardot Lewis Reg Godin Business Development Administrator Sr. Market Development Specialist [email protected] [email protected] 802‐522‐5573 802‐522‐3648
And the following partner organizations:
Vermont Department of Tourism and Marketing
Megan Smith, Commissioner
Steve Cook, Deputy Commissioner
Shelburne Farms
Megan Camp, Vice President and Program Director
Vera Simon‐Nobes, Farm‐Based Education Network Coordinator
University of Vermont Extension
Lisa Chase, Extension Associate Professor at the University of Vermont and Director of
the Vermont Tourism Center
Vermont Fresh Network
Meghan Sheridan, Executive Director
PROJECTSUMMARYANDBACKGROUND
Significant growth in agricultural and culinary tourism offers opportunities for farm
businesses. However, diversifying into agritourism activities has not always translated
directly into improved financial success. Many Vermont farms are small and find it
challenging to invest in the infrastructure needed to ensure the safety of food, visitors,
or livestock as they open their operations to the public.
This project was proposed at a critical time to build the support infrastructure for farm
businesses interested in developing and expanding agritourism offerings, as substantial
growth has been projected for the agricultural and culinary tourism market. A 2007
survey of U.S. leisure travelers found that while only 17% engaged in culinary or wine‐
related activities within the past three years, an astonishing 60% were interested in this
type travel in the near future1.
Although this growth offers opportunities for farm businesses, diversifying into
agritourism activities had not always translated directly into improved financial success.
Many Vermont farms have already recognized some of the rewards of engaging in
agritourism activities: in a 2012 survey, 60% of respondents replied that agritourism had
a very positive impact on the quality of life. However, there was more work to be done
to translate these activities into economic drivers for farms: only 43% of farms in the
survey were confident that they were better off financially as a result of agritourism
activities2.
The project built on important groundwork that was done as part of a 2008 FSMIP
project entitled “Culinary Tourism: Expanding the Economic Benefits of Agritourism.”
Recognizing that the mutual interests of agriculture, cuisine, and tourism in Vermont
have not always been well integrated, this project strengthened the linkages between
agriculture, cuisine and tourism through the creation of an Agriculture and Culinary
Tourism (VACT) Council. The final report published in 2009 stated that, “From listening
to the producer voice we have identified the need to increase educational opportunities
and technical support. We also need to come together around a cohesive messaging
campaign that captures the unique attributes of the Vermont brand.”
1 Travel Industry Association (TIA), Gourmet, and the International Culinary Tourism Association. Culinary
Travel Survey. 2007. 2 Duffy, Marlow. Exploring Marketing Strategies for Agricultural Tourism Farmers in the Commonwealth of
Massachusetts and the State of Vermont. 2012.
This project aimed to amplify the economic impacts (and mitigate risks) of agricultural
and culinary tourism for Vermont farms through a multi‐faceted approach, including:
1. Capacity development and risk management for producers offering on‐farm
experiences;
2. Coordinated marketing campaign to drive visitors to farm and food businesses
offering authentic experiences;
3. Leadership and network development to ensure the sharing of best practices and
strong agricultural organizations; and
4. Research and evaluation of economic impacts.
PROJECTAPPROACH
The goal of this project was to increase profitability of Vermont farm and food
businesses by supporting growth in agriculture and culinary tourism.
Objective1:Assesseffectsofagritourismonfarmviabilityandevaluatemodelsforincreasingprofitability
Evaluation of the economic impacts of agritourism activities on Vermont producers was
a key objective for this project. Participants in workshops, technical assistance, and
Open Farm Week were surveyed to determine how participation impacted their
businesses.
All evaluation was conducted by Lisa Chase, Extension Associate Professor at the
University of Vermont and Director of the Vermont Tourism Center. Her research
interests include food systems, agritourism, and culinary tourism. She works with
qualitative and quantitative methods to conduct program evaluations and document
measurable impacts. Lisa received her B.A. in Economics from the University of
Michigan, and her M.S. in Resources Economics and Ph.D. in Natural Resource
Management and Policy from Cornell University.
Evaluation of Workshops On‐site
To measure short‐term outcomes of the workshops, we distributed evaluation forms at
the end of each workshop. Of the 290 respondents, 174 identified themselves as
farmers. The rest were agricultural service providers, educators, non‐profit or
government agency staff, food or tourism entrepreneurs, or consultants.
Almost all of the farmers who responded (96%) reported that they increased their
knowledge of opportunities related to farm experiences and agritourism; and 81% felt
that the workshops had given them the knowledge needed to implement these
opportunities and best practices on their own farms. Most farmers (93%) said that the
workshops helped them identify useful resources such as publications, websites, and
people knowledgeable about farm experiences and agritourism.
When asked about intentions related to agritourism for the next year, almost all the
farmers (90%) said they were likely to assess their business to determine where
improvements or new ventures are needed, and 85% said they were likely to implement
improvements or new ventures. Follow‐up evaluations 6 to 12 months later were used
to track specific actions and outcomes of farmers that participated in the workshop.
Follow‐up Evaluation of Workshops
In addition to the surveys that took place on‐site immediately after workshops, we
followed up with participants 6 to 12 months after the workshops to find out what they
had accomplished. Of the 75 respondents to the online survey, 46 were farmers in
Vermont. The rest of the respondents were agricultural service providers, educators,
non‐profit employees, government employees, or they worked in the tourism industry.
Of the Vermont farmers responding, 98% reported that they had assessed their farm to
determine where improvements or new ventures were needed, and 87% had
implemented improvements or new ventures during the past year.
Over three‐quarters (78%) of Vermont Farmers reported a positive impact on
profitability as a result of the information, resources, and contacts from the workshops.
A similar percent (76%) reported an increase in the number of visitors/customers. Over
one‐third of respondents (41%) indicated that they had created additional jobs for their
farm. Considering quality‐of‐life, more than three‐quarters (76%) reported increased
personal satisfaction from their farm.
Evaluation of Technical Assistance
Nineteen farms received technical assistance including visits to their farms from
specialists in agritourism. Ten of those farms responded to a follow‐up survey online. Of
the farmers responding, 100% reported that they had assessed their farm to determine
where improvements or new ventures were needed, and 80% had implemented
improvements or new ventures during the past year. Almost all (90%) reported a
positive impact on profitability as a result of the technical assistance; and the same
percent (90%) reported increased personal satisfaction from their farm.
Evaluation of Open Farm Week
Vermont’s first Open Farm Week was held August 3‐9, 2015 with over 80 farms
participating. Shortly after Open Farm Week, we sent an online survey to participating
farms to find out how it went. Of the 50 farms that responded, 87% said that it was
helpful for attracting new visitors and 70% said it was helpful for increasing sales. Most
(91%) felt that it was helpful for educating visitors about farms and food.
Objective2:DevelopcapacitywithinVermont’sfarmandfoodindustrytooffersafe,authentic,andprofitableexperiences
Objective2.1:Education
1. Workshops
During the past two years, 10 workshops were conducted as part of this project (only eight were proposed). The workshops were incredibly well attended, with a total of 509 participants, of which 168 were farmers from Vermont. Below is a list of workshops:
1. Farm‐Based Education Forum: Agritourism, Education, and Economics on Your
Farm. Shelburne Farms, Shelburne, Vermont, October 22‐23, 2013. 143
participants, 27 were farmers from Vermont.
2. Marketing Farm Experiences to Increase Product Sales. Held at the Northeast
Organic Farmers Association (NOFA‐VT) Direct Marketing Conference, January
12, 2014, Royalton, Vermont. 10 participants, 7 were farmers from Vermont.
3. Building Collaborative Networks to Strengthen Vermont Agritourism. Held at the
Green Mountain Girls Farm, Northfield, Vermont, March 5, 2014. 20 participants,
8 were farmers from Vermont.
4. ABC's of Farm‐Based Education. Held at Shelburne Farms, Shelburne, Vermont,
March 7‐9, 2014. 27 participants, 2 were farmers from Vermont.
5. Designing Your Farm Retail Space. Killdeer Farm, Norwich, Vermont. August 5,
2014. Co‐organized with NOFA‐VT and Shelburne Farms. 22 participants, 17 were
farmers from Vermont.
6. Agritourism Study Tour of Quebec. Bus Tour of Farms in the Eastern Townships
of Quebec, Canada. October 29‐30, 2014. 35 participants, 17 were farmers from
Vermont.
7. Working with Tourists: Practices for a Successful Agritourism Effort. The Harvest
New England Agricultural Marketing Conference, Sturbridge, Massachusetts,
February 25‐26, 2015. 64 participants, 42 were farmers from New England and
New York, none of the farmers were from Vermont.
8. Best Practices for Opening Your Farm to Visitors. Northeast Organic Farming
Association – Vermont (NOFA‐VT) Winter Conference, Burlington, Vermont,
February 14‐15, 2015. 52 participants, 44 were farmers from Vermont.
9. ABC's of Farm‐Based Education. Held at Shelburne Farms, Shelburne, Vermont,
March 12‐15, 2015. Approximately 30 participants, 7 were farmers from
Vermont.
10. Welcoming Customers on Your Farm: Using Agritourism, Education, and Direct
Sales to Increase Farm Profits. Rutland, Vermont. 106 participants, 39 were
farmers from Vermont.
2. Web‐based resource library The website was launched in February 2014.
The resource library features five subject areas: Agritourism and Your Farm; On‐farm
Experiences; Financial Planning; Safety and Risk Management; Marketing. Thirteen
resource chapters which were developed in collaboration with the Vermont Farms!
Association, Shelburne Farms, Rutland Regional Planning Commission and others are
featured on the site. These include: Best Management Practices In... Assessing Your
Farm for Agritourism, Land Use and Zoning Regulations, Business and Financial Planning,
Safety and Risk Management, Marketing and How‐to…Develop a Farm Stand, Develop a
Farm Stay, Develop a Farm Tour, Develop a Pick‐Your‐Own Business, Host Dinners, Host
Weddings, Host Summer Camp.
3. List serve
During the period of the grant, the listserv grew from 78 members to 118 members.
Between 9/31/13 and 9/31/15 there were 159 unique posts, which engaged hundreds
of Vermont farmers who shared resources, learned about workshops and grant
opportunities, and passed along inspiration and wisdom which enhanced their
businesses.
4. Educational Videos
The Vermont Department of Tourism & Marketing partnered with the University of
Vermont Extension and Vermont Agency of Agriculture to develop two high quality
educational videos: “Local Land Use and Agritourism,” and “Farm Safety and Liability.”
These videos were created with Knowledge Vision, an interactive online tool which
allows users to work their way through the curriculum at their own pace.
Objective2.2:DirectTechnicalAssistanceTo complement educational offerings, Shelburne Farms contracted with experienced
consultants to deliver direct, one‐on‐one technical assistance for farmers interested in
diversifying into agricultural tourism or increasing profitability from their existing
agritourism enterprises. Nineteen farms received technical assistance over the course of
the two‐year project.
The technical assistance offered took many forms. One recipient produces farmstead
goat cheeses in Northern Vermont and hosts visitors to tour her farm. She received
support from an attorney about how she could legally structure her multi‐faceted
business as she prepares for growth. Another farm used the support to send their
bookkeeper to a series of workshops around financial sustainability, as the bookkeeper
prepared for deeper engagement with the farm's evolving business plan. Another
farmer had constructed a large barn to serve as a packing and storage facility, with the
eventual goal of adding on‐farm retail. Through the grant, we were able to connect him
with an architect and brand strategist who helped create a basic plan which he can
workshop as he moves closer to achieving the goal of bringing the public to the farm
Objective2.3:Signage
Project partners worked with the Department of Tourism and Marketing to design a
series of 10 informative yet creative signs to keep food, people and animals safe, and
promote an enjoyable experience for all. Templates have been made available to
farmers so that they can print the quantity that suits their needs. The signs were
showcased at an agritourism conference in Rutland, VT on April 7‐8, 2015. They have
been posted on the resource library here.
Objective3:DrivevisitorsandVermonterstofarmandfoodbusinessesthroughtheDigInVT.comwebsite
The Vermont Fresh Network manages the collaborative farm and food adventure
website DigInVT.com. The goal of DigInVT.com is to increase the economic viability of
diversified farm and food enterprises across the State of Vermont by making it easy for
the public to find, support and participate in authentic Vermont farm and food
experiences. Over the last two years DigInVT.com has maintained social media
presence promoting Vermont agriculture and culinary tourism. They have also
populated their website with seasonally relevant photos, blogs and event information
contributed by collaborative membership organizations and participated in food and
agricultural events such as county fairs and food shows across the state. In addition,
DigInVT.com has served as the virtual home for the inaugural statewide Open Farm
Week, encouraging tourists, whether first‐time visitors to Vermont or lifelong
Vermonters to explore the authentic farm and food experiences across the state. If
DigInVT.com can inspire just a small percentage of the 12.8 million annual Vermont
tourists to visit a farm or have a memorable food experience, there is vast economic
potential for the rural farm communities of Vermont
The Department of Tourism and Marketing (VDTM) managed the out of state digital ad
campaign for DigInVT.com. The digital campaign and event participation have been the
main marketing strategies to drive user traffic to DigInVT.com. It is challenging to
quantify the economic impact of DigInVT.com for each of the place listings on the site.
We are able to track the website users and engaged social media friends and we
extrapolate from our statistics that we are serving a need by consolidating all of these
locations in one website and inspiring tourist visits through the content and user
experience of the website. Below is an example of the creative from one of the
campaigns, designed by VDTM:
The DigInVT.com website lists events and blog post from contributing member
organizations, community members and place listing. Since 2014 DigInVT.com has
posted 756 Vermont food event listings and 71 blog posts. All events and blog posts
contribute to the seasonal relevance of the content of the site. Traffic to the website is
steady but seems to have seasonal trends that follow our traditional tourism seasons.
The site is most heavily used in the late spring, summer and early fall. Since March of
2014 DigInVT.com has had 26,529 unique users visiting 111,096 pages. The most heavily
trafficked page is the home page, the second most trafficked page is our Events listing
page.
DigInVT.com has an active Facebook page. Since March 2014 we have posted 519 times
with 4,706 engaged fans, meaning they have clicked on our facebook posts.
DigInVT.com was the virtual home of the first Vermont Open Farm Week from August 3
– 9, 2015. Open Farm Week gave people a behind‐the‐scenes look at Vermont’s vibrant
working landscape. Farmers across Vermont opened their barn doors and garden gates
to welcome the public. Visitors were able participate in a wide variety of location
specific on‐farm activities. Open Farm Week was organized to increase farm
profitability, local food availability, and consumption of Vermont food products. 84
farms participated in Open Farm Week and there were 241 events related to Open Farm
Week. Over 40 earned media stories about Open Farm Week were printed, posted,
blogged or videoed. Open Farm Week coincided with a digital ad campaign that the
Vermont Department of Tourism and Marketing launched. In the month leading up to
Open Farm Week, 11,478 unique visitors used DigInVT.com and viewed over 41,000
pages.
DigInVT.com representatives, outreach material and display information participated in
each of the following events:
2014 2015
Vermont Farm Show – Feb. 29 Vermont Farm Show – Feb. 28
Governors Tourism Conference in Oregon – April 27‐29 Maple Open House Weekend – March 28 – 29
Fancy Food Show – June 29 – July 1 Vermont Agritourism Conference – April 8
Taste of Vermont at the UVM Food Summit – June 18 Brooklyn Food Show – May 2
Vermont Cheese Festival – July 20 Fancy Food Show – June 28 ‐ 30
Vermont Fresh Network Annual Forum Dinner – Aug. 3 Rudy Maxa National Radio Show – July 18
Celebrate Vermont Festival – Aug. 15 – 17 Vermont Cheese Festival – July 19
Woodchuck Grand Opening Ciderbration – Aug. 23 Vermont Fresh Network Annual Forum Dinner – Aug. 2
NASDA – Sept 12 Open Farm Week – Aug. 3‐9
Traditional Food Symposium – Sept. 26‐27 Eastern States Exposition – Sept. 18 – Oct. 4
Taste Trekkers – Providence RI – Oct. 3‐5
Terra Madre – Oct. 23‐27
On September 9, 2014 we completed the online portal for farmers to sign up to be listed on
DigInVT.com regardless of their membership in a contributing membership organizations.
Objective4:LeadershipandorganizationalcapacitydevelopmentformembersoftheAgricultureandCulinaryTourismCouncil
Over the course of this project, the Vermont Ag and Culinary Tourism (VACT) Council, was
revitalized and restructured to include greater representation from across Vermont’s Working
Lands sectors. It was renamed to become the Council of Agricultural Associations, and focuses
on identifying collaborative opportunities around agritourism, marketing, policy, and
organizational capacity development.
The Council is coordinated by the Vermont Agency of Agriculture, with an advisory committee
that is elected from the membership. The expanded membership now includes:
Agritourism Task Force
Beef Producers Association
Brewers’ Association
Cheese Council
Dairy Industry Association
Farmers Market Association
Grape and Wine Council
Maple Sugar Makers Association
Sheep and Goat Association
Specialty Food Association
Tree Fruit Growers Association
University of Vermont Extension
Vegetable and Berry Growers’ Association
Vermont Fresh Network
Vermont Organic Farmers
Wood Manufacturers Association
Professional development was offered through the Vermont Agricultural Development Program
(VADP). Eight of Vermont’s agricultural trade associations have been participating in a series of
capacity building workshops with John Ryan, Program Director. Associations have focused on
membership development, board and governance development, and putting their association
on a path to financial sustainability. Participating associations have surveyed their members’
needs, evaluated their boards’ performance and compositions, explored opportunities for joint
marketing and staffing, and developed 5 year financial plans aimed at sustaining the association
while delivering greater value and services to their membership. Participating associations are
eligible to receive small grants administered through the VADP to help catalyze a project or
initiative that will help them implement their 5 year plan for financial sustainability.
Additionally, social media expert Alexandra Tursi was hired to provide one‐on‐one social media
strategy consultations with interested Associations. Eight associations opted into the trainings,
with 100% satisfaction. A “Best Practices Guide” was also created for the associations to
reference in implementing their social media strategies.
PARTNERROLES
This was truly a collaborative project. The Agency of Agriculture coordinated the all project
components and kept objectives on track. University of Vermont Extension helped organize
workshops, conducted evaluations, created a website, and compiled the Knowledge Vision
videos. Shelburne Farms spearheaded the workshops and technical assistance programming,
build the list serve, and consulted on sign design, videos and other project components.
Vermont Fresh Network managed content on the DigInVT website, and played a leadership role
in Open Farms Week. The Department of Tourism and Marketing developed the creative for the
DigInVT campaigns, and provided matching funds for campaign distribution.
SUMMARYOFRESULTS,CONCLUSIONSANDLESSONSLEARNED
Evaluation was a key priority of this project. As reported above, the workshops and technical
assistance were evaluated through on‐site hardcopy surveys handed out immediately following
workshops and then online surveys 6‐12 months after events took place. The project exceeded
objectives for workshop participants, with 509 participants in total and 168 Vermont farmers.
The project also exceeded objectives for technical assistance recipients with 19 farms.
A full evaluation report is provided above, but the following outcomes are notable:
Over three‐quarters (78%) of Vermont Farmers reported a positive impact on
profitability as a result of the information, resources, and contacts from the workshops.
A similar percent (76%) reported an increase in the number of visitors/customers.
Over one‐third of respondents (41%) indicated that they had created additional jobs for
their farm.
Considering quality‐of‐life, more than three‐quarters (76%) reported increased personal
satisfaction from their farm.
Almost all (90%) reported a positive impact on profitability as a result of the technical
assistance; and the same percent (90%) reported increased personal satisfaction from
their farm.
Another positive impact of this project was growing the network of technical assistance
providers to work with farms providing agritourism experiences. When the project began, many
TA providers were skeptical about the profitability of agritourism enterprises on farms.
However, there has been an increase in awareness of the financial viability of including on‐farm
experiences into an agricultural business plan. Independent business planning consultant, Rose
Wilson has been a strong ally for several of the farms enrolled, as has Maggie Donin, beginning
farmer specialist at Intervale Center.
Additionally, at least two mentorship relationships between four farmers were set up during
this time period. Building a strong peer network is critical to having a vibrant agritourism
network in the state, and as a result of the FSMIP funding, this happened informally at
workshops and formally through mentorship relationships.
The videos and signs became available recently online and can be found on the right hand
banner of this page. We just started to publicize them, so they have not been widely used yet.
We will continue to monitor downloads in the future. To date, two farms have reported using
the signs.
CURRENTORFUTUREBENEFITS
Current benefits include 78% of Vermont farmers reporting a positive impact on profitability as
a result of the information, resources, and contacts from the workshops. A similar percent
(76%) reported an increase in the number of visitors/customers. Over one‐third of respondents
(41%) indicated that they had created additional jobs for their farm. Considering quality‐of‐life,
more than three‐quarters (76%) reported increased personal satisfaction from their farm.
With the recent release of the videos and the signs, we expect future improvements in
agritourism safety on farms, as the signs are printed and the videos are used.
FUTURERESEARCH
More research is needed to improve our understanding of the economic impacts of agritourism
and culinary tourism in Vermont and other states. Additionally, profiles of visitors would help
farms capture a greater market share and benefit from the growing trends in food and farm
tourism.
BENEFICIARIES
Business/Organization Total
Farmer 168
Homesteader/Gardener 43
Non‐profit employee 82
Student 14
Government employee 24
Service provider 33
Researcher 10
Educator 15
Other 68
Type of Farmer (check all that apply)
Dairy 34
Fruit/Vegetable/Berry 127
Livestock 75
Maple products 19
Greenhouse/nursery 27
Winery/vineyard 2
Prepared food 25
Wool/fiber 13
Farm‐stay, bed and breakfast or inn 16
Other 47
ADDITIONALINFORMATION
Agritourism Website
Agritourism Best Practices Guides
Videos: Land Use and Farm Safety & Liability
AppendixA:Digital&PrintAdvertisements
AppendixB:EvaluationForms
Agritourism Program Follow-Up
Thank you for taking part in workshops and programs that support agritourism, education, and direct sales! Let us know how theseprograms worked for you and how they can be improved. Please take a few minutes to complete this survey. If you have questionsabout the survey, or if you would prefer to fill it out over the phone, contact Lisa Chase at [email protected] or 802-257-7967 or 1-800-278-5480 (toll-free in Vermont).
Other (please specify)
1. During the last two years, which workshops and programs were you a part of? Select all that apply.
Welcoming Customers on Your Farm: Using Agritourism, Education, and Direct Sales to Increase Farm Profits conference inRutland, Vermont on April 7-8, 2015.
ABC's of Farm-Based Education workshop at Shelburne Farms in Shelburne, Vermont on March 12-15, 2015.
"Working with Tourists: Practices for a Successful Agritourism Effort" workshop at The Harvest New England AgriculturalMarketing Conference in Sturbridge, Massachusetts on February 25-26, 2015.
"Best Practices for Opening Your Farm to Visitors" workshop at the NOFA-VT Winter Conference in Burlington, Vermont onFebruary 14-15, 2015.
A Study Tour of Quebec Agritourism, Bus tour in Quebec, Canada on October 29-30, 2014.
Designing Your Farm Retail Space workshop at Killdeer Farm in Norwich, Vermont on August 5, 2014.
ABC's of Farm-Based Education workshop at Shelburne Farms in Shelburne, Vermont on March 7-9, 2014.
Building Collaborative Networks to Strengthen Vermont Agritourism workshop at Green Mountain Girls Farm in Northfield,Vermont on March 5, 2014.
"Marketing Farm Experiences to Increase Product Sales" workshop, at the NOFA-VT Direct Marketing Conference in SouthRoyalton, Vermont on January 12, 2014.
Agritourism Enterprise Program (Technical Assistance visits on your farm and work with consultants or peer mentors, coordinatedby Lisa Chase and Vera Simon-Nobes).
2. State
VT
Outside of VT
1
3. Describe yourself. Check all that apply.
Farmer
Extension/Service Provider
Non-profit
Government Agency
Educator
Other (please specify)
4. If you checked “Farmer” above, what do you produce? Check all that apply.
Maple products
Dairy/Cheese
Farm-stay, bed and breakfast or inn
Vegetable or fruit operation
Greenhouse/nursery
Winery/vineyard
Livestock
Prepared food
Wool/fiber
Other (please specify)
2
Did not accomplishPartially
accomplishedCompletely
accomplished
Assess your business/organization to determine whereimprovements or new ventures are needed?
Implement improvements or new ventures?
Create a new or change an existing business plan toaccommodate the improvements or new ventures?
Expand or improve marketing efforts?
Expand communications with farmers, potential business partners,service providers, and/or collaborators?
See an increase in the number of visitors/customers?
Create additional jobs for your business/organization?
Other
Other (please specify)
5. During the last two years, did you accomplish any of the following as a result of the information,resources, and contacts from the agritourism programs that you participated in?
6. If you created additional jobs, how many were created?
7. Please comment about jobs created and other accomplishments or challenges:
Comments
8. Have you used any of the signs from the Vermont Department of Tourism and Marketing online atwww.uvm.edu/vtagritourism/?Page=farm-signage.html ?
Yes
No
3
Highlynegativeimpact
Negativeimpact No impact
Positiveimpact
Highlypositiveimpact
The economy
The weather
Information, resources and contacts from the agritourismprogram(s)
Changes in your family life during the past year
Comments
9. How have the following impacted the profitability of your business/organization during the past year?
10. What opportunities and best practices from the agritourism program(s) have you used in yourbusiness/organization over the past year? Please comment why you did or did not make changes.
Choose amount that matches best.
Additional Income. Consider income sources such as visitor expenditures at your business,investments from new partners, and additional funding sources such as grants and loans.
Additional Expenses. Expenses can include additional employee wages, loan payments,insurance coverage, product or equipment purchases, land rentals or purchases, andpromotional costs needed to implement the new opportunity or idea.
Comments or Other Amount:
11. What additional income and expenses have these opportunities and best practices generated in yourbusiness/organization during the past year? (All answers will be kept confidential.)
4
Has increased or decreased?How important are these
changes?
The amount of personal satisfaction I receive from mybusiness/organization.
The amount of time I spend with my family (during both work andfree time).
The amount of free time I have.
The income I receive from my business/organization.
My enjoyment in sharing farm life and/or heritage with visitors.
My satisfaction with preserving the agricultural landscapes of myfarm.
My enjoyment with meeting new people through mybusiness/organization.
Other (specify below)
"Other" please specify here:
12. How have the following changed as a result of these opportunities and best practices from theagritourism programs that you have participated in?
13. What additional resources, workshops and/or technical assistance would be helpful for yourbusiness/organization?
Your name:
Name of business/organization:
E-mail address:
Phone:
Mailing address:
14. Please provide us with contact information (optional). All individual information provided on thisevaluation will be kept strictly confidential.
5
15. Additional comments
Thank you for sharing your feedback! Please be sure to click the "Done" button to submit your answers. If you have additional thoughts, please get in touch with Lisa Chase at [email protected] or 802-257-7967 or 1-800-278-5480 (toll-free in Vermont).
6
Workshop NAME Workshop at LOCATION – DATE 1. Describe yourself. Check all that apply. Farmer Extension/Service Provider Non-profit Government Agency Educator Other (specify): 2. If you checked “Farmer” above, what do you produce? Check all that apply. Maple products Dairy/cheese Farm-stay, bed and breakfast or inn Vegetable or fruit operation Greenhouse/nursery Winery/vineyard Livestock Prepared food Wool/fiber Other (specify): 3. To what extent do you agree or disagree with each of the following statements regarding this
workshop? Circle the number corresponding to your answer. Level of agreement or disagreement
This workshop has… Strongly disagree
Disagree No
opinion Agree
Strongly agree
Increased my knowledge of opportunities related to farm experiences and agritourism.
-2 -1 0 1 2
Improved my understanding of best practices for safety and quality related to agritourism.
-2 -1 0 1 2
Given me the knowledge needed to implement these opportunities and best practices in my own farm business or to help others implement them in their farm businesses.
-2 -1 0 1 2
Helped me identify useful resources such as publications, websites, and people knowledgeable about farm experiences and agritourism.
-2 -1 0 1 2
Expanded my contacts with other farmers, potential business partners, service providers, community leaders, and/or collaborators.
-2 -1 0 1 2
Other (specify below) -2 -1 0 1 2
Other (specify here): 4. What opportunities and best practices presented at the workshop are you considering for use in
your existing or future farm business or your organization/agency?
5. During the next year, will you do the following as a result of the information, resources, and
contacts provided to you at the workshop? Circle the number corresponding to your plans for each item below.
Over the next year, will you… Level of planned implementation
Definitely will not
Not likely Maybe Likely Definitely
will Assess your business to determine where improvements or new ventures are needed?
-2 -1 0 1 2
Implement improvements or new ventures? -2 -1 0 1 2
Create a new or change an existing business plan to accommodate the improvements or new ventures?
-2 -1 0 1 2
Expand or improve marketing efforts? -2 -1 0 1 2
Expand communications with other farmers, potential business partners, service providers, and/or collaborators?
-2 -1 0 1 2
Other (specify below) -2 -1 0 1 2
Other (specify here): 6. Please provide contact information (optional). All individual information provided on this evaluation will
be kept strictly confidential. Your name: Name of business: E-mail address: Phone: 7. Would you be interested in receiving follow-up assistance from UVM Extension and Shelburne
Farms? Yes! Please contact me using the information above. No thanks. I’ll get in touch if I need anything. 8. Additional comments, including suggestions for future workshops and other ways to support
agritourism? Feel free to use extra paper for your comments. We appreciate the feedback!
Thank you for completing this questionnaire! Please return to Lisa Chase or Vera Simon-Nobes.
AppendixC:PowerPointPresentation
Best Practices for a Successful Agritourism
EffortHarvest New England
February 26, 2015
Presenters
Lisa Chase, University of Vermont Extension
Vera Simon-Nobes, Vermont Farms! Association, Farm-based Education Network, and Shelburne Farms
Beth Kennett, Liberty Hill Farm and Vermont Farms! Association
Questions
Farmers? Service Providers? Who else?
Is your farm already open to visitors?
What kind of farm experiences and agritourism?
Pressing issues/concerns? (safety, liability, marketing, financial management, customer service)
What is Agritourism?
"a commercial enterprise on a working farm conducted for the enjoyment, education, and/or active involvement of the visitor, generating supplemental income for the farm” [definition from Vermont Farms! Association]
Variety of terms & labels used interchangeably.
Recent research suggests ‘Farm Visit’ may be best understood by stakeholder groups
This is NOT to suggest the term agritourism should not be used but rather some additional education & communication may be required to ensure
the intended audience understands the term and expectations. -Arroyo, Barbieri, & Rich, 2013
ExamplesDirect sales of agricultural products (e.g.,
farmstands, CSAs, PYO operations)
Roadside Corn Stand in Wallingford, VT Photo by Mike Dresser (Creative Commons by-nc)
ExamplesEducation (e.g., school tours, winery tours,
farm work experiences)
UVM Extension Youth Agriculture Project in Brattleboro, VT
ExamplesEvents and entertainment (e.g., hay rides, corn
mazes, petting farms)
Shelburne Farms
ExamplesAccommodations (e.g., bed & breakfasts,
farmstays)
Liberty Hill Farm in Rochester, VT
ExamplesOutdoor recreation (e.g., horseback riding,
hunting, fishing, bird watching)
Cross-country skiers
Recreation/Event Agritourism
Farm weddingsConcerts
Yoga Classes Community Theater
Pizza NightHarvest Festivals
Strawberry FestivalDinners
Educational/Experiential Agritourism
Farm toursClasses
WorkshopsWine tastings
Farm stays
Direct Market
Agritourism
Farm stands
PYO
CSA
Flack Family Farm
Green Mountain Girls
Bread and Butter Farm
Why Agritourism and Direct Sales?
Diversify Farm Income
Source: TIA, Gourmet Magazine, International Culinary Tourism Association, 2007
Affluent Visitors
Source: TIA, Gourmet Magazine, International Culinary Tourism Association, 2007
Educated Visitors
Source: TIA, Gourmet Magazine, International Culinary Tourism Association, 2007
Age of Visitors
Source: TIA, Gourmet Magazine, International Culinary Tourism Association, 2007
Direct Sales
Source: USDA National Agricultural Statistics Service 2012 Census
Direct Sales by State
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
tho
us
an
d d
olla
rs
2012 Direct Sales Income by State
MA=5, CT=15, VT=18, ME=21, NH=22, RI=43
Source: USDA National Agricultural Statistics Service 2012 Census
Farms with Direct Sales
0%
5%
10%
15%
20%
25%
30%
35%
2012 Percentage of Farms Involved in Direct Sales
NH=2, RI=3, MA=4, ME=5, VT=6, CT=7
www.uvm.edu/vtagritourism
Shelburne FarmsShelburne, VT
Four Acre Farm, Glover, VT
Stonewall FarmKeene, NH
Grand View FarmWashington, VT
Appleton FarmsIpswich, MA
Drumlin Farm and Wildlife SanctuaryLincoln, MA
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Shelburne FarmsShelburne, VT
Killdeer Farm StandNorwich, VT
Green Mountain Girls FarmNorthfield, VT
Drumlin Farm and Wildlife SanctuaryLincoln, MA
Spring Brook FarmReading, VT
Someday FarmEast Dorset, VT
Fable FarmBarnard, VT
Bread and Butter FarmShelburne, VT
Vera Simon-Nobes
Farm-Based Education Network Coordinator
Vermont Agritourism Collaborator
Contacts and Resources
www.uvm.edu/vtagritourism
Lisa Chase, [email protected], 802-257-7967
Vera Simon-Nobes, [email protected], 802-985-0382
